THE EVOLUTION OF INTERNATIONAL MARKETING
Vern Terpstra
(Professor of International Business, University of Michigan, Ann Arbor, Michigan)
4929
Abstract
Reviewing the pre‐ and post‐1970 global environment, the author discusses the implications of changes for international marketers. The discussion is organised around the topical categories of international financial system, international trade patterns, commercial policy, technological changes, and global competition. The author also elaborates on the likely future developments in international marketing.
Citation
Terpstra, V. (1987), "THE EVOLUTION OF INTERNATIONAL MARKETING", International Marketing Review, Vol. 4 No. 2, pp. 47-59. https://doi.org/10.1108/eb008329
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited